The hottest luxury brands across the globe

What you probably already know: Miu Miu, Loewe and Saint Laurent are the world’s hottest fashion brands. Lyst, a source of global fashion intelligence, rates the most popular brands every quarter by analyzing shoppers’ behavior, including searches, social media mentions and activity and engagement statistics. “Q2 2025 unfolded under a shadow of economic uncertainty and continued global tensions, with murmurs of a potential recession beginning to shape how and what fashion lovers are buying,” Lyst notes. “While the mood may have been somewhat introspective, brand momentum was anything but subdued.” Studies show that luxury spending could reach $1.7 trillion this year, though in a worst-case scenario it could dip as much as 9% from 2024.

Why? In a word, product. Milan, Italy-based Miu Miu, located within the same complex as Prada Group headquarters, is the hottest brand for the second consecutive quarter, due in no small part to its logo-embossed suede loafers that strike “a balance between preppy nostalgia and contemporary edge.” Footwear, in fact, is increasingly popular, as six of the 10 hottest products are shoes — “a mix of the functional, the nostalgic, and the outright odd,” as Lyst puts it. It calls New York City-based The Row’s $695 Dune sandal the quarter’s hottest product, with searches for the popular flip-flop up 162%.

What it means: Global uncertainty, rising inflation and shifting consumer behavior are all reshaping the luxury market, at least in the short term. Many affluent shoppers are cutting back on spending, while Gen Z consumers in particular increasingly value sustainability over consumption. Despite these setbacks, the luxury market remains popular. Italian heritage brand Pucci, for instance, experienced a 96% increase in demand last quarter, while eyewear manufacturer Jacques Marie Mage reported a 35% increase. Besides The Row’s Dune, Lyst’s top five products consist of a tank top by Skims, classic sprinter shorts from Adidas, Miu Miu’s suede loafer and V-sole flats from Vibram.

What happens now? Fashion shifts constantly, and Lyst predicts the next quarter could be very telling: “Will a wave of newly appointed creatives, poised to reveal debut collections in September, usher in major change for The Lyst Index next quarter? With fresh perspectives in influential roles, Q3 could usher in a new era — and a wholly different set of brands and products capturing shoppers’ attention and imagination online.” A recent Bain & Co. report, while predicting continued volatility, notes that the luxury industry has long been known for a certain old-world toughness: “Although demand is easing in the short term, the luxury sector has consistently demonstrated an extraordinary resilience,” said Claudia D’Arpizio, Bain & Co. senior partner and global head of the firm’s Fashion and Luxury practice. “(It’s) buoyed by a growing global consumer base and deeply rooted emotional drivers.”